PERANCANGAN ULANG LOGO TUMPENG DKI DALAM MEMBANGUN CITRA PERUSAHAAN DI INDUSTRI KULINER JAKARTA

ADHARI, RIZAL EKA (2025) PERANCANGAN ULANG LOGO TUMPENG DKI DALAM MEMBANGUN CITRA PERUSAHAAN DI INDUSTRI KULINER JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study explores the redesign process of the Visual Brand Identity for Tumpeng DKI, a home-based food business located in Rawa Belong, West Jakarta, with the aim of enhancing its competitiveness and strengthening brand image amidst the intense food industry competition. The design process was carried out using the Design Thinking method, which includes the stages of empathy, problem definition, ideation, prototyping, and testing. The new visual identity integrates both logotype and logomark elements that reflect the brand’s core values of being iconic, traditional (nusantara), and delicious. It also incorporates cultural elements of Betawi through symbols such as the tumpeng (cone-shaped rice dish), banana leaf, and star. The Branding strategy was implemented consistently across various media, including logos, supergraphics, slogans, merchandise, and social media platforms. The final design results indicate that a strong and meaningful visual identity can enhance consumer appeal and foster a positive brand perception. This project is expected to serve as a guideline for brand identity development using a strategic and systematic design approach. Keywords: Visual Brand Identity, Design Thinking, Branding Penelitian ini mengeksplorasi proses perancangan ulang Visual Brand Identity Tumpeng DKI, sebuah bisnis makanan rumahan yang berada di Rawa Belong Jakarta Barat, dengan tujuan untuk meningkatkan daya saing serta memperkuat citra mereknya di tengah persaingan industri makanan. Proses pembuatan dilakukan dengan menggunakan metode Design Thinking yang meliputi langkah-langkah empati, penentuan masalah, pengembangan ide, pembuatan prototipe, dan tahap pengujian. Identitas visual yang baru dibangun dengan mengintegrasikan elemen logotype dan logomark yang mencerminkan nilai-nilai ikonik, nusantara, dan lezat. serta memperhatikan elemen budaya Betawi melalui simbol-simbol seperti tumpeng, daun pisang, dan bintang. Strategi Branding diimplementasikan secara konsisten melalui beragam media, termasuk logo, supergrafis, slogan, merchandise, dan platform media sosial. Hasil akhir dari desain menunjukkan bahwa identitas visual yang kuat dan memiliki makna bisa meningkatkan daya tarik bagi konsumen serta membentuk persepsi merek yang positif. Diharapkan proyek ini dapat dijadikan panduan dalam pengembangan identitas merek untuk pendekatan desain yang strategis dan sistematis. Kata Kunci: Visual Brand Identity, Design Thinking, Branding

Item Type:	Thesis (S1)
Call Number CD:	FDSK/DKV. 25 096
NIM/NIDN Creators:	42321010107
Uncontrolled Keywords:	Visual Brand Identity, Design Thinking, Branding
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 090 Manuscripts, Rare Books, and Other Rare Printed Materials/Manuskrip Naskah-naskah, Buku-buku Langka, dan Bahan Cetakan Langka Lainnya > 096 Books Notable for Illustrations and Materials/Buku dengan Ilustrasi Khusus dan Berbahan Khusus 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 745 Decorative Arts/Seni Dekorasi > 745.2 Industrial Design/Desain Industri
Divisions:	Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual
Depositing User:	khalimah
Date Deposited:	01 Oct 2025 08:47
Last Modified:	01 Oct 2025 08:47
URI:	http://repository.mercubuana.ac.id/id/eprint/98664

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